SP—100 / Health & wellbeing · Awareness campaign
SMALL PRACTICE
A creative direction for a habit-building wellbeing programme concept.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop SMALL PRACTICE, a fictional concept for a habit-building wellbeing programme concept. Intimidating language and sweeping promises can make a first step feel harder. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
People seeking a welcoming, understandable route into a wellbeing service.
The strategic idea
“BEGIN WITH SOMETHING SMALL.” is the central creative thought. Open with an occasion the audience recognises and give it a memorable new visual expression. Lead with an accessible invitation, explain the experience, and avoid unsupported health or transformation claims.
The creative direction
An original leaf-inspired graphic, assertive typography and a #00C853 colour field create the visual language for SMALL PRACTICE. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
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A FRESH ANGLE.
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